Many companies are measuring and reporting on the wrong brand performance metrics or using tracking instruments based on flawed research.
Tracking the wrong metrics is a serious problem as it reinforces incorrect beliefs within your business, leading to bad marketing decisions.
We’ve worked with a range of companies to turn this around. Based on the eight empirical laws and seven rules for brand growth outlined in our international bestseller How Brands Grow, we’ve developed a framework to make sure you’re measuring and tracking the right metrics for your brand and category.
In a small group of up to 10 people, we work through a brand tracking questionnaire from start to finish. This can be either your current tracker questionnaire or the Category Buyer Memory (CBM) tracker template.
This session can be conducted in person or online, with Professor Jenni Romaniuk.
We also cover data collection frequency, sampling issues and Key Performance Indicators (KPIs). All key areas you need to better track brand health. This is an opportunity to improve how you measure, collect and analyse data and align your team on this key area of measurement.
